Why Marketers Should Avoid Using Anecdotal Stereotypes

Welcome to the Dove Direct Print and Marketing Blog. Today's post, "Why Marketers Should Avoid Using Anecdotal Stereotypes," addresses the eight-hundred-pound gorilla in the room as these types of references often do more harm than good.  Unintended or not, anecdotal examples can have negative consequences that impact the brand and cause marketing to miss their targets.  We have all been privy to medical science anecdotes and the confusion they can create, providing little clarification or solutions.  While they have a place, anecdotes can alter marketing messaging and communications for various demographic groups.  We now know that messaging is better received via the art of personalization, and it follows that response rates increase.  That said, new consumer response polls in the age of the coronavirus are telling us what is happening regarding communications and target marketing. 

Our Quote of the Day:
"Climate change is the 800-pound gorilla in the living room that the media dances around. But in the scientific community, it's a settled question: 95 percent of scientists believe this is happening with 100 percent confidence temperatures are rising." - Michio Kaku

Let's consider the simple approach of target marketing to demographic groups.  How you communicate with anyone will either fail miserably, be of no consequence, or excite and elicit a positive response. Case in point: Contemplate marketing to a group of 18 to 25-year-olds. You would not use an "OK Boomer" message while attempting to bond with and convince them about buying your product or service, as that would make no sense to the recipients, or worse, it might be deafening to that generation.

In a nutshell, how that 18-25-year-old group receives your communications may be more critical than the message itself.  Why?  18-25-year-olds, as with any demographic, respond to communications that fall into their comfort zone.  Further, each demographic communicates within a comfortable range that they deem acceptable. 

 Meanwhile, data is changing by the nano-second, minute, or day, making it challenging to keep abreast of the amount of information available.  Processing and categorizing data alone is a huge undertaking.

In addition, social media is ablaze with people weighing in with opinions that range from the bizarre to conspiracy theories and everything in between.  The modes and methods of communications suggest that data must be factual.  Data-driven, fact-based reports must come from actual news organizations that follow constitutional guidelines regarding FCC news and broadcast rules.  To that end, it is now vital that brands and marketers identify facts from fiction.  Organizations must distinguish between verified news and online sources that follow broadcast rules and those that don't.


Anecdotal Versus Evidence

The definition of anecdotal as in anecdotal evidence reflects on hearsay rather than hard facts.  People like to share stories about things that have happened to them or have heard about to make a point.  That kind of talk is anecdotal: based on small, personal accounts.  So it's best to go beyond the anecdotal and get additional reliable information.  That said, around mid-March 2020, two trains of thought began to appear in social media circles and reliable news organizations.

On the one hand, the narrative pointed to Millennials not being troubled by COVID-19 concerns.  This ideology appears to be on point as of now, especially since millennials are currently leading the charge for new COVID infections in April 2021.  Then, depending on the social media platform and age, other notions, such as the idea that seniors were the least apprehensive, also began to gain traction, but in 2021, it has since proven not to be the case.   More adults and seniors are now getting vaccinated during this period.

As time marched forward throughout 2020, and as researchers conducted additional rapid-response polls, a new set of data points indicated that fear, anxiety, and finance issues ranged across age groups.  That said, many believe the virus and economy are turning the corner with the passage of the COVID Relief Bill.  Note that the past couple of weeks, starting in late March, the CDC and medical professionals are issuing a dire warning of yet another spike due to relaxing precautionary measures taken by some states, coupled with new variants that are more transmissible and deadly.


The Fear Evidence

Under the fear banner, the concerns range from fear of a financial loss, or fear of becoming infected, or fear of no activity during the shutdown. While fears were growing in 2020, we don't have the data to reconcile any changes in fearful attitudes.  They could remain in part or whole due to the fear of the next spike.

A good example comes from the ABC News/Ipsos poll taken on March 18 and 19, 2020.  The respondent pool consisted of 512 US adults, responding to the statement of:

Indicated they were worried about catching the coronavirus.

• 18-29-Year-Olds - 83% were worried
• 30-49-Year-Olds - 75% were worried
• 50-64-Year-Olds - 79% were worried
• 65 & Up - 82% were worried


Conclusion? On average, 80% of adults from 18 years old+ are worried about getting infected.  Therefore, according to this poll, marketers should design ad campaigns that bolster faith and positivity and promote that the brand cares about lives first.  In this way, brands can market while addressing fears that adults may be experiencing.  Undoubtedly, there will be several polls with similar results. Polling methodology varies, which is why it's a good idea to look at a few.


The Financial Health Evidence

Financial fears resulting from the pandemic vary among age groups concerned about finances versus those who are fearful of catching the virus.  The younger generation appears to be a bit more concerned about financial situations, according to several surveys.  One of the surveys conducted by Elon University on March 16 and 17, 2020, skewed as follows:

Indicated they were worried about their personal financial situation:

• 80% - 25-54
• 78% - 18-24
• 74% - 45-64
• 62% - 65+

This data suggests that financial marketing should focus on the 18-to-54 demographic, in general, emphasizing the 25-54-year-old segment.  There is room for a secondary campaign that addresses an older demographic who may be less concerned than the 25-54 group.  The financial market is sufficiently diverse and capable of crafting several financial programs.  From a marketing perspective, there are multiple opportunities, as each demographic has a unique set of needs that will need servicing.

Tally, the personal finance app, ran a survey from March 11-13, 2020, by the Harris poll.  It's an excellent example of real-time polling among the demographics who reflect the afore financial concerns.

Indicates those planning to seek methods of preserving cash due to economic challenges caused by the effects of the pandemic:

• 59% of Millennials
• 47% of Gen X
• 44% of Gen Z
• 35% of Boomers


Marketing is Not Stereotypical

As the pandemic runs its course, the state of the economy will continue to evolve, and new opportunities will emerge.  While it will take some time to work through this period, consumers will remain, businesses will adapt, priorities will change, and marketers will resolve challenges.  During this time, brands will need to present a careful approach to content and timing.  The timing is critical.  Marketers will have to stay abreast of breaking news and trends.  Simultaneously, marketers cannot get ahead of the news.  Now, more than ever, we will need to avoid using anecdotal stereotypes heretofore used to stimulate and engage.   Talk to folks where they live and breathe in a manner that befits their comfort zone, and the response and engagement rates will rise.


The Net-Net

During this pandemic, it could be easier for marketers and brands to run the risk of creating imperfect messaging that is a result of insufficient or misleading information.  However, in the scheme of doing business, that is a recipe for unintended consequences.  Marketing from anecdotal commentary, i.e., commentary that is not proven, nor is there any substantive data to back up an anecdotal opinion, should be avoided.  Undoubtedly, this may require a different approach to marketing, one that requires facts and data points, and in the long term, it may mean that we have to develop a new strategy to marketing post the pandemic.  We hope you enjoyed this article and thanks for reading "Why Marketers Should Avoid Using Anecdotal Stereotypes!"




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